A New Strategy for Sport: A Change of Approach

2. Insert video

3. Kerry McDonald
StreetGames Co-Founder

5. The Hard Facts of Poverty Today
• Of the 9 million young people
aged 14-24 living in the UK,
approximately 30% are living in poverty.
Sources:
End Child Poverty (2012) Child poverty map of the UK;
New Policy Institute (2015) Poverty among young people in the UK
StreetGames lit rev_draft
11.02.15

6. 0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
55.0%
60.0%
Oct-06 Oct-08 Oct-09 Oct-10 Oct-11 Oct-12 Oct-13 Apr-14 Oct-14 Apr-15 Oct-15
APS 1 APS 2 APS 3 APS 4 APS 5 APS 6 APS 7 APS 8 APS 9
Once a week sport participation (1 x 30), millions
The activity gap between ‘rich’ and ‘poor’
is wide and stubborn
1 x 30 NSSEC 4 (16+)
APS9 39.1%
1 x 30 NSSEC 5-8 (16+)
APS9 25.9%

8. Network Growth – No. of Projects

9. Network Survey

10. Doorstep Sport Clubs

11. Sports Participation Data

13. Right People

14. Volunteer Equity Index

15. What works?

16. Doorstep Sport?
Doorstep Activity?

17. What is life like for a teenager in a
disadvantaged area?
“I’m the same
as everyone
else”
“I live for
today”
“I need
to fit in”
“It’s what
I know”

23. Sports policy
The problem of under-participation by low
income communities
• 09-17: The Olympic and participation years
where NGBs a priority
• 17-21: The Sport for Good years – when
insight and social outcomes come together

24. 17-21 DCMS - Sporting Future - The Sport for Good years
Activate the inactive
1. Physical Wellbeing
2. Mental Wellbeing
3. Individual Development
4. Social and Community Development
5. Economic Development
CMO
guidelines
New delivery
agencies
New skills
New
workforce

25. Social/Community
Development
Individual
Development
Mental
Wellbeing
Physical
Health
Economic
Development
Outcome
Measures
Outcomes
SE Contribution
and KPIs
Increase in %
pop meeting
CMO Guidelines
Decrease in %
pop inactive
(5-18s, 19-64s
and 65+)
Improved
subjective
wellbeing
Levels of
perceived
self-efficacy
Levels of
social trust
Gross Value
Added by
sport sector
Decrease in %
of people
physically
inactive
Increase %
taking part at
least 2 x per
month
Volunteers to
be more
representative
of society
Increase in no.
volunteers 2 x
per year
Employment in
grassroots
sport
% Publicly
owned facilities
with under-
utilised capacity
Sporting Future: A New Strategy for an Active Nation
More people from every
background regularly
and meaningfully taking
part in sport and
physical activity
A more productive,
sustainable and
responsible sport sector
Increased non-
public
investment into
sport
Headline
results new
Workforce
Survey

26. Behaviour Change Model
Pre-contemplation
Contemplation
Preparation
Action
Maintenance

27. Behaviour change model is
new wave thinking
Pre-contemplation
Contemplation
Preparation
Action
Maintenance
RELAPSE
SOURCE: Prochaska and Diclemente Transtheoretical Model of Behaviour Change
The messages falls
on stony ground ‘I’ve been
thinking about
maybe joining
a gym but
they’re so
expensive!’
‘I’ve finally
signed up
for dancing
lessons’
‘Trying to go to
the gym once
a week but
doesn’t always
go to plan!’
‘Having to work
on a Sat morning
– this is the first
time I’ve missed
footy practice in
years!’

28. The importance of Monitoring and Evaluation
Investment follows proven impact
Impact must be measurable
Data is
king!

30. COMMUNITY WELLBEING

31. Subjective wellbeing

32. Other Sport England Priorities
• Under 14 year olds
• A new UK Sports Governance Code
• A new Coaching Plan for England
• A new approach to sport volunteering
• Increased professionalisation of the workforce
– CIMSPA
– Apprenticeships
• This Girl Can
• Talent

33. We’ve changed lives….

34. THANK YOU
Kerry.McDonald@StreetGames.org